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- W2074773136 abstract "Although retailers know that consumers do not like cluttered stores, messy layouts are sometimes inevitable. This research examines whether diffusing pleasant scents can overcome consumers' negative response to a messy store. Specifically, this study investigates the effect of pleasant scents (un)related to neatness on consumer evaluations of a tidy versus a messy store. An experiment with 198 respondents revealed that a pleasant scent not associated with neatness functions as a positively valenced prime, causing consumers to evaluate the products in the tidy store more positively than the products in the messy store. Additionally, when diffused in a messy store, a pleasant ambient scent has a negative effect on consumers' product evaluation, because of a mismatch between the pleasant scent and the unpleasant messy layout. However, this negative effect can be canceled out by diffusing a pleasant scent that is associated with neatness." @default.
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- W2074773136 date "2014-12-01" @default.
- W2074773136 modified "2023-10-17" @default.
- W2074773136 title "Influencing consumer reactions towards a tidy versus a messy store using pleasant ambient scents" @default.
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- W2074773136 doi "https://doi.org/10.1016/j.jenvp.2014.09.002" @default.
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